Patrice
Haryanto
2Green
Tall, Grande, Venti
Beyond a Cup of Coffee
Why Read About Starbucks? In the 1980’s the term “coffee shop” evokes the image of a warm, cozy store that sells hot caffeinated beverages and warm comfort foods. But when you think “coffee shop” now, your mind automatically reverts you to your local Starbucks branch. I was so intrigued by the natural attraction people have to Starbucks even though Starbucks is just the average coffee shop sitting on just about every street corner. What about the concept of trademarked coffee makes it so much more special than brewing it ourselves? Throughout my non-fiction journey, I was able to find out about this iconic company’s history, philosophy and path to success.
How did Starbucks Begin? In 1971 three partners, Jerry Baldwin, Zev Siegal and Gordon Bowker founded Starbucks. They opened their first store in Pikes Place, naming it Starbucks, Coffee, Tea and Spice, a name inspired by the characters and ambience from the novel Moby Dick. • “Began in 1971, founded by Jerry Baldwin, Zev Siegal, and Gordon Bowker. Called Starbucks, Coffee, Tea, and Spice, in Pikes Place Market, Seattle ("Starbucks Corporation," Sec 1). • Chose name Starbucks in honor of Starbuck, coffee-loving first mate in Moby Dick ("Starbucks Corporation," Sec 1). • The name shows romance of high seas and tradition of the early coffee traders ("Starbucks Coffee Company"). A line of Starbucks’ plastic cups ("The Complete Guide to Starbucks Caffeine") Jerry Baldwin, Zev Siegal and Gordon Bowker -‐ founders of Starbucks -‐ in front of the original Starbucks in 1975. ("1 - seattlepi.com") A Starbucks plastic cup with Starbucks in the background ("Starbucks gets into the Bread Business") Patrice Haryanto 2Green How Did Starbucks Reach its Iconic Status? …show more content…
Unlike most consumer brands, Starbucks does spend millions of dollars every year on advertising to gain attention to its products. Instead, Starbucks attracts customers by the display of their storefronts, putting stores in populated areas, word-of-mouth interactions and selling a variety of products, such as various types of coffees, teas, cookies, cakes, pastries, sandwiches etc.
• Starbucks uses little money on advertising. Depends on word-of-mouth and storefronts. Also joined into ice cream with Dreyer’s and into Frappuccino with Pepsi ("Starbucks Corporation," Sec 3).
• Testing “light roast” blends for customers who find offerings too strong, apple cider made exclusively for Starbucks by Nantucket Nectars. The company was also selling chocolate bars and other candy ("Starbucks
Corporation," Sec 1).
• Never done traditional advertising for Starbucks. Success is because of interactions (Schultz and Gordon, 211).
• Not only espresso drinks, but non-espresso drinks, sandwiches, pastries, and salads are offered ("How Did Starbucks Begin?").
• “Starbucks wants to be the first thing people think when they think coffee. Does this by putting a shop on every street corner or in popular areas • (Levy, "Coffee Is Great, But It's Not Why You Should Buy Starbucks"). • Today largest companies spend hundreds of millions of dollars annually (Gifford, 4). What is Starbucks’ Philosophy? Starbucks strives to make the best quality beverages for every one of its customers. Not only does it serve top-notch drinks, but it also offers the passion and service that not many other stores can beat. Starbucks strongly believes in the artistry of
Haryanto
2Green
Tall, Grande, Venti
Beyond a Cup of Coffee
Why Read About Starbucks? In the 1980’s the term “coffee shop” evokes the image of a warm, cozy store that sells hot caffeinated beverages and warm comfort foods. But when you think “coffee shop” now, your mind automatically reverts you to your local Starbucks branch. I was so intrigued by the natural attraction people have to Starbucks even though Starbucks is just the average coffee shop sitting on just about every street corner. What about the concept of trademarked coffee makes it so much more special than brewing it ourselves? Throughout my non-fiction journey, I was able to find out about this iconic company’s history, philosophy and path to success.
How did Starbucks Begin? In 1971 three partners, Jerry Baldwin, Zev Siegal and Gordon Bowker founded Starbucks. They opened their first store in Pikes Place, naming it Starbucks, Coffee, Tea and Spice, a name inspired by the characters and ambience from the novel Moby Dick. • “Began in 1971, founded by Jerry Baldwin, Zev Siegal, and Gordon Bowker. Called Starbucks, Coffee, Tea, and Spice, in Pikes Place Market, Seattle ("Starbucks Corporation," Sec 1). • Chose name Starbucks in honor of Starbuck, coffee-loving first mate in Moby Dick ("Starbucks Corporation," Sec 1). • The name shows romance of high seas and tradition of the early coffee traders ("Starbucks Coffee Company"). A line of Starbucks’ plastic cups ("The Complete Guide to Starbucks Caffeine") Jerry Baldwin, Zev Siegal and Gordon Bowker -‐ founders of Starbucks -‐ in front of the original Starbucks in 1975. ("1 - seattlepi.com") A Starbucks plastic cup with Starbucks in the background ("Starbucks gets into the Bread Business") Patrice Haryanto 2Green How Did Starbucks Reach its Iconic Status? …show more content…
Unlike most consumer brands, Starbucks does spend millions of dollars every year on advertising to gain attention to its products. Instead, Starbucks attracts customers by the display of their storefronts, putting stores in populated areas, word-of-mouth interactions and selling a variety of products, such as various types of coffees, teas, cookies, cakes, pastries, sandwiches etc.
• Starbucks uses little money on advertising. Depends on word-of-mouth and storefronts. Also joined into ice cream with Dreyer’s and into Frappuccino with Pepsi ("Starbucks Corporation," Sec 3).
• Testing “light roast” blends for customers who find offerings too strong, apple cider made exclusively for Starbucks by Nantucket Nectars. The company was also selling chocolate bars and other candy ("Starbucks
Corporation," Sec 1).
• Never done traditional advertising for Starbucks. Success is because of interactions (Schultz and Gordon, 211).
• Not only espresso drinks, but non-espresso drinks, sandwiches, pastries, and salads are offered ("How Did Starbucks Begin?").
• “Starbucks wants to be the first thing people think when they think coffee. Does this by putting a shop on every street corner or in popular areas • (Levy, "Coffee Is Great, But It's Not Why You Should Buy Starbucks"). • Today largest companies spend hundreds of millions of dollars annually (Gifford, 4). What is Starbucks’ Philosophy? Starbucks strives to make the best quality beverages for every one of its customers. Not only does it serve top-notch drinks, but it also offers the passion and service that not many other stores can beat. Starbucks strongly believes in the artistry of